Modelling an Empirically Derived Measure for Customer Contact in Service Operation Environments:a Case Study of University of Nairobi Enterprises and Services' Arziki Restaurants
Abstract
The importance of Customer Contact as an important component of service operations
is widely acknowledged by operations management practitioners and researchers.
Various approaches have been undertaken aimed at defining and linking, in a scientific
way, the relationship between customer contact and service quality for various service
episodes.
This study used the Multiple Linear Regression model to establish a model for Customer
Contact in the context of a restaurant setting. It considered three main variables of
total Communication Time between the Service Worker and the Customer, the degree
to which the service received is judged to be Intimate, and the Feedback Time elapsing
between the giving of the service order and receiving of the response.
The study found that total Communication Time is the most significant dimensionalizing
variable in deriving a measure of Customer Contact. The other two variables were not
significant. The study established a model for Customer Contact which practitioners can
use as a diagnostic tool for various service environments. The derived model can also
be used to benchmark various service metrics and thereby achieve organizational
strategic objectives and goals.
Citation
Masters of business administrationSponsorhip
University of NairobiPublisher
School of business,University of Nairobi